Advertising Icon Evolves into New Role as a Machine, Brings New Meaning
to Dependability

TORONTO, Jan. 9, 2014 /CNW/ - Today,appliance manufacturerMaytag® launched an integrated marketing campaign introducing the new
face of the brand, the Maytag Man. A transformation of the widely known
and iconic Maytag Repairman, the Maytag Man now has a brand new role as
the machine. He will greet consumers as a Maytag® appliance, the human
embodiment of the brand's core values of reliability, durability and
power.

"No longer is our brand character sitting idle, lamenting his boredom
due to Maytag brand's legendary inability to breakdown," said James Oh,
vice president of marketing at Whirlpool Canada. "The Maytag Man is now
the actual machine, symbolizing the reliability, durability and power
that Maytag® appliances are known for."

While the iconic blue suit and hat remain, the Maytag Man has an
entirely new purpose. He is the machine - nestled in the kitchen baking
a turkey, potatoes and mini cupcakes to perfection as a large-capacity
double oven. He is tucked under the counter, cutting through
hard-to-scrub grease as a Maytag® Jetclean® dishwasher with PowerBlast™
cycle and the most powerful motor on the market.*

Outside of the kitchen, the Maytag Man is eliminating tough stains with
Maytag brand's PowerWash® high-efficiency system, providing the best
cleaning in the industry.** He performs each task that an appliance
would perform - cleaning and washing with the diligent focus, effort
and dependability that a Maytag® appliance employs.

"The Maytag Man is a creative interpretation of our motto, 'What's
Inside Matters®,' illustrating all the human and relatable virtues that
exist inside appliances - performance, dependability, power," said Oh.
"We want to recognize and draw a connection to individuals who work
with strength, resilience and persistence, just like our appliances, to
get the job done."

The character will come to life through a series of videos that depict
him as the machine, performing the duties that any dependable Maytag®
machine would to keep a household running smoothly. The videos portray
the Maytag Man physically representing and speaking as the appliances -
from holding a variety of foods and "running" in place as a
refrigerator to scrubbing dirty dishes, crouched where a dishwasher
would typically reside. The character's matter-of-fact helpfulness,
humourous quips and dependable, machine-like behavior aim to depict
Maytag brand's key attributes of reliability, durability and power.

As part of the multi-million dollar campaign across North America that
will support current and new product launches for 2014 kitchen and
laundry appliances, people across the country will be introduced to
this new character in a variety of ways during the year. The Maytag Man
will be featured in a Canadian national television advertisement
launching mid-April, and viewable online beginning January 23on YouTube and on www.Maytag.ca.

He'll also be promoted through interactive digital elements and support
with the Maytag Canada Facebook page and Twitter presence beginning
January 23 at www.facebook.com/MaytagCanada and @Maytag_CA respectively. In addition to interacting with fans via the brand's
Canadian Facebook page, he'll be reaching them in stores nationwide
beginning June 2014.

For more information on the Maytag Man and all of Maytag brand's
appliances, please visit www.Maytag.ca.

For more than a century, Maytag brand appliances have been synonymous
with dependability and durability. Through the commitment of Whirlpool
Corporation, Maytag brand's enduring tradition of quality production
and performance continues to thrive. Exceptionally durable,
commercial-grade components are found in many Maytag brand appliances -
including Maytag® Maxima® front-load and Maytag® Bravos® top-load washers and dryers. Maytag brand is part of the Whirlpool
Corporation, the world's leading manufacturer and marketer of major
home appliances, with annual sales of approximately $18 billion in
2010, 71,000 employees, and 66 manufacturing and technology research
centers around the world. For more information on any Maytag brand
appliance, visit www.Maytag.ca